EMTÉ Supermarket Kootwijkerbroek

Kidscorner, EMTÉ Supermarket Kootwijkerbroek, The Netherlands

More and more supermarkets are expanding their stores with small playgrounds with play panels. Arjan van ’t Goor, at EMTÉ Kootwijkerbroek, decided to take a different approach. He placed a complete play structure at the entrance of his store.

Indoor Kidscorner, boosting the turnover!

Arjan is a franchisee of the EMTÉ supermarket chain. He is always looking for ways to distinguish his store and was criticised by the other franchisees when he stated his intention to install a play device. However, the investment of some thirteen thousand euros quickly proved lucrative; in a short period, the positive effect on the supermarket's turnover became very clear.

Relaxed shopping makes for longer shopping. That knowledge made Arjan invest in a play structure, in 2016. This structure allows children aged 4 or above to keep themselves entertained while their parents get their shopping done. Arjan was the first entrepreneur to install a play structure in his supermarket, a move he now recommends to everyone.

The play structure ensured people stayed in the store longer, and made them more susceptible to impulsive purchases. A nice side-effect was that this addition indeed drew a whole new audience, willing to drive the extra mile to go grocery shopping. No doubt the enthusiastic reactions of the shoppers’ children played a part in this development.

“Installing the play structure ensured an increase in my turnover. I would recommend it to all supermarket owners.”